Submitted by Tatiana Lima (tatianasl@ufba.br) on 2016-08-30T20:30:14Z No. of bitstreams: 1 Silva, Maria Gabriela Jandiroba.pdf: 2110986 bytes, checksum: e6a32a3bab7a6ef0926c80a4556bb53d (MD5) / Approved for entry into archive by Maria Angela Dortas (dortas@ufba.br) on 2016-08-30T21:12:36Z (GMT) No. of bitstreams: 1 Silva, Maria Gabriela Jandiroba.pdf: 2110986 bytes, checksum: e6a32a3bab7a6ef0926c80a4556bb53d (MD5) / Made available in DSpace on 2016-08-30T21:12:36Z (GMT). No. of bitstreams: 1 Silva, Maria Gabriela Jandiroba.pdf: 2110986 bytes, checksum: e6a32a3bab7a6ef0926c80a4556bb53d (MD5) / Visando interferir mudando comportamentos e, desta forma, evitando a possível ocorrência de problemas sociais que podem causar transtornos em longo prazo, muitas organizações têm utilizado as técnicas do Marketing Social. Quando as intervenções visam prioritariamente à mudança de comportamento dos seus próprios funcionários como público-alvo e o escopo de atuação versa sobre a proteção do meio ambiente, pode-se afirmar, então, que a abordagem utilizada é a de Marketing Social Interno (abordagem que mescla conceitos de Marketing Social e Marketing Interno) relacionado a questões ambientais. Este trabalho considerou a campanha de distribuição de canecas da Universidade Federal do Vale do São Francisco - uma campanha condizente com os objetivos do aludido campo de atuação do Marketing. O objetivo geral deste trabalho consistiu em analisar a contribuição da referida campanha enquanto estratégia impulsionadora da redução, por parte dos servidores da instituição, do consumo de copos descartáveis no ambiente laboral. A pesquisa teve natureza exploratória e descritiva e a estratégia metodológica escolhida foi o estudo de caso. Como técnicas de coleta de dados utilizou-se a pesquisa documental, o método survey e a observação direta, visando à triangulação de várias fontes de evidências. Como resultado, obteve-se que a campanha analisada contribuiu para a mudança de comportamento dos servidores, no ambiente laboral, materializada pela efetiva e alegada redução do consumo de copos plásticos descartáveis na instituição. Tal contribuição poderia, no entanto, ter sido ainda mais contundente caso alguns aspectos examinados tivessem contado com um planejamento de marketing mais adequado. As recomendações gerenciais que emergiram deste trabalho apontam, principalmente, para a necessidade de planejamento e avaliação de campanhas ambientais futuras, à luz dos princípios e técnicas do Marketing Social Interno. / Aimed at changing behaviors interfere and thus avoiding the possible occurrence of social problems that can cause problems in the long term, many organizations have used the techniques of social marketing. When interventions aimed primarily at behavior change of their own employees as target audience and the scope of work relates to environmental protection, it can be said, then, that the approach is the Social Internal Marketing (approach merges concepts of Social Marketing and Internal Marketing) related to environmental issues. This work considered mugs distribution campaign of Federal University of São Francisco Valley - a fitting campaign with the objectives of the aforementioned Marketing playing field. The aim of this study was to analyze the contribution of this campaign as the driving strategy of reduction on the part of the institution's servers, the consumption of disposable cups in the workplace. The research was exploratory and descriptive nature and the chosen methodological strategy was the case study. Data collection techniques used to document research, the survey method and direct observation, aiming to triangulation from various sources of evidence. As a result, it was found that the campaign analyzed contributed to the change in behavior of the servers, the work environment, materialized by effective and allegedly reduced consumption of disposable plastic cups in the institution. This contribution would, however, have been even more forceful if some aspects examined had counted on a better marketing plan. The management recommendations that emerged from this study point mainly to the need for planning and evaluation of future environmental campaigns in the light of the principles and techniques of Social Internal Marketing.

The philosopher Martin Heidegger argued that the truthful life was at risk of being lost in Western technological culture in the name of increasing control, efficiency, and agility.  As the risk is actualised, so the human essence as truth maker is obscured and life itself feels poorer. This thesis draws on Heideggerian philosophy to demonstrate the loss in two dominant styles of contemporary strategic management: the world-picturing and, more recent, agile style. It builds a theory of post-agile strategic practice, which I call adaptive, to address this loss. Consistent with Heideggerian philosophy, I utilise a transformative disclosure methodology and a literary, paradigmatic case reading method to address the questions: Why is agile strategic management so unsatisfying? How do Heideggerian scholars shed light on this dissatisfaction? How do Heideggerians understand the emerging style and what strategic management practices can I propose for the future? After introducing agile strategic management and the impoverishment of life that it fosters, I set out how Heidegger’s philosophy of truth, thinking, and the sacred both sheds light on the problem and suggests a remedy for it. I closely read paradigmatic texts of the world-picturing and agile strategic management styles to demonstrate how business strategy theorisation lines up with extraordinary closeness to Heidegger’s philosophical assessment. I then analyse three Heideggerian prototypes for an adaptive style of strategy practice, concentrating on one paradigmatic text to identify their principal weakness: the omission of the sacred. I illustrate and contrast paradigmatic cases of both the agile and adaptive styles drawn from the beer industry and draw on the adaptive case to construct a theory of adaptive strategy practice, which addresses the problem of the loss of truth, suggesting pedagogical and strategic management practices. I conclude by summarising its findings and contributions, noting some limitations and connections to other studies and suggesting further lines of research.

Household air pollution contributes to the premature death of more than 4 million people annually. Improved cookstoves are one technological intervention that can potentially reduce exposure to household air pollution. However, improved cookstove implementation programs need to consider measures to increase sustainability and promote long-term adoption. The objectives of this research were 1) to develop and implement a new ferrocement cookstove for Peña Blanca, a rural indigenous community in the Ngäbe-Bugle region of Panama, 2) to evaluate its potential sustainability in comparison to the most common cooking technologies observed in the community, 3) to prepare a construction manual for the stove to promote future development, and 4) to provide guidelines for applying a holistic approach to improved cookstove projects. A bottom-up, community-driven approach to development focused on integration and capacity building was used to design and implement a ferrocement improved cookstove. A survey was administered to 26 households to understand the familial and environmental health of the community as well as knowledge, opinions, and needs related to cooking practices and improved stoves. Finally, the ferrocement stove developed for this study, along with the three stone fire, the ecojusta stove model, and a gas stove were evaluated both quantitatively and qualitatively using a sustainability assessment framework developed specifically for improved cookstoves. The results of this study suggest that design and implementation of an improved cookstove in the field that incorporates community feedback and provides educational opportunities may produce solutions that are more likely to be sustainable and meet users’ needs. The process allows for design flexibility to reduce smoke and fuel use while incorporating community preferences such as simplicity and ease of use, ability to control heat, stove features and size. Results from conducting household surveys emphasize the importance of a community-based development process that focuses on meeting community-specific challenges and needs. Conditions such as extreme poverty and lack of support structures pose significant challenges and shape community opinions regarding cooking technology and practices. In fact, the community’s desires in this study differ greatly from that found in the established literature. Specifically, 84% of rural Panamanians from this study felt that reducing smoke indoors was important to them. Sustainability evaluations of improved cookstove implementation programs in Panama highlighted common strengths in the needs assessment and implementation project life stages. These programs excelled at involving the community in identifying project needs and participating in the construction of stoves. On the other hand, the post-implementation and follow-up life stages were assessed to be weaker as these programs generally do not perform evaluation and monitoring of stove use and adoption after the implementation stage or continue user education. Additional qualitative analysis from this study suggest that the traditional stove may be the most sustainable and appropriate stove technology at this time for the community if combined with improving education related to family health, the environment, and stove use that results in behavior change. This approach may have the potential to fulfill the goals of improved cookstove programs globally through education and behavior change as an alternative approach to implementing an inappropriate technology. Moreover, an improved stove that is developed in the community that uses local materials and provides educational opportunities that focus on caring for resources and improving stove operator skill is more likely to be sustainable than other options. General guidelines and lessons learned for applying a holistic approach to improved cookstove development in the field include enhancing community understanding through involvement of local leaders, empowering the community in the decision-making process, providing educational opportunities or facilitating the implementation of a technology that is affordable, effective, and that meets users’ diverse needs, or both. As well as evaluating sustainability likelihood by utilizing comprehensive tools such as surveys, stove testing, program assessment frameworks, life cycle assessments, and incorporating results from post-project monitoring and evaluation iteratively until needs are met and exposure to household air pollution and deforestation rates are reduced. The implications of this work are that 1) technology implementation may not be the best solution, similar investments made in education and behavior change may result in equal or greater sustainability early on, 2) the design and implementation of an improved cookstove in the field with high standards for technical design, that reduce emissions, and with flexibility for elements that do not affect performance can result in meeting users’ needs better with higher adoption rates, and 3) a more holistic approach to development using available tools is suspected to result in improved cookstove programs that improve human and environmental health while meeting users’ needs for the long-term.

In a broad sense this thesis concerns the politics (and ethics) of strategic management, organisational psychology, organisational narratives, knowledge management and conditions of innovation. More specifically, this is research into the dimension of politics and the legitimacy of power relations within the synchronization of time and space in social organisations, typically as part of the design and implementation of strategy, in context of organisational definitions of innovation and contestations of 'the new'. With a conceptual archaeology, the thesis contends that strategy research focuses on the nodal concepts of 'inertia', 'adaptation' and 'friction', in context of three past conceptual frameworks: namely, Newtonian mechanics, Hobbesian interpretations of evolution, and Clausewitzian military theory. A genealogical approach is used to reveal the persistent influence of the Newtonian notion of simultaneity (absolute time and absolute space) across these three frameworks in their combinatorial guise in the discourse of strategic management. The genealogy unfreezes the nodal concepts by showing the history of their contingent construction and selection. Finally, a critical analysis scrutinizes the contextual appropriateness of applying the concept of simultaneity to social matters. The thesis rejects simultaneity and its dominant position as an 'articulatory practice' of organisational strategy. By decoupling the notion of simultaneity from frames through which sense is made of motion and events, the grip that structuralism has on organisational strategy is loosened and by substituting simultaneity with political power the implications for strategic management become clear. The approach draws from Political Discourse Theory to reframe the strategy discourse, in its current conception, as hegemonic and an antagonistic system of 'Politics' that, instead of facilitating either stability or innovation, leads, instead, to 'conceptual inertia' and economic stagnation, by repressing emergences of 'the Political'. The thesis proposes a strategy of 'agonism' as an alternative. Rather than replacing one despotic concept with another, the suggestion of agonistic strategy is made because agonism allows for its own reinterpretation, thus does not represent a sedimented centre of a discourse. In this way, agonism is less susceptible to stagnation, and more amenable to innovation. The theoretical framework is then accompanied with a study of the design and implementation of strategy within a research institute engaged with the innovation of genetically modified organisms (GMOs) using the CRISPR-cas9 technique. The selection of this case organisation allows for an analysis of the politics and power relations at play in the definitions of innovation, and a means to ground a study of the social construction of reality within an empirical setting regarding the strategic development of genetic constructs.

Esta pesquisa analisou o processo de criação de concepts de projeto para estimular os hábitos nutricionais saudáveis na infância, na perspectiva do design para mudança de comportamento. O princípio deste campo do design é transformar a compreensão do comportamento humano em estratégias para a criação de soluções que impactem positivamente a vida dos indivíduos e a sociedade. A fim de atender aos seus objetivos, o estudo adotou a pesquisa-ação como abordagem metodológica, por meio da qual foi realizado um workshop de codesign. Através desta dinâmica foi possível estabelecer a interação colaborativa entre designers e usuárias (mães), no papel de principais educadoras nutricionais dos filhos, e a criação concepts para incentivar o comportamento alimentar saudável nas crianças. O Modelo de Design para o Comportamento Saudável (MDCS – LUDDEN; HEKKERT, 2014), criado para potencializar projetos focados no bem-estar do usuário, foi utilizado como suporte para a análise do processo projetual. No âmbito teórico, os resultados alcançados na pesquisa possibilitaram um avanço nos estudos sobre design para mudança de comportamento, assim como sobre o MDCS. A pesquisa permitiu ainda a aproximação entre princípios do codesign e do design para a mudança de comportamento, diante da lacuna identificada entre essas abordagens. Na perspectiva aplicada, este trabalho promoveu a associação entre conceitos da psicologia comportamental e do design aplicados ao contexto da nutrição infantil. A partir desta conexão foi possível gerar conhecimentos técnicos para o aperfeiçoamento dos processos projetuais focados na alimentação saudável na infância e para a prospecção de novas possibilidades de projeto para prevenção da obesidade. / This research analyzed the creation process of project concepts to stimulate the healthy nutritional habits in childhood, in the perspective of the design for behavior change. The principle of this field of design is to turn the understanding of human behavior into strategies for the project of solutions that impact positively the lives of individuals and the society itself. In order to reach its goals, the study adopted the action research methodology as procedural approach, through which a codesign workshop was held. This dynamic allowed the collaborative interactive between designers and users (mothers), as the main nutritional educators of their children, and the creation of concepts to encourage the healthy eating behavior in kids. The Design for Healthy Behavior Framework (DHBF), created to enhance projects focused on the well-being of the user, was used to support the analysis of the design process. In the theoretical scope, the results achieved in the research made possible an advance in the studies of design for behavior change, as well as on DHBF. The research also allowed the approach between the principles of codesign and design for behavior change, given the gap identified between these two approaches. In the applied perspective, this research promoted the association between behavior psychology and design concepts applied to the context of child nutrition. From this connection, it was possible to generate theoretical knowledge for the improvement of design processes focused in childhood healthy eating and to the prospecting of new possibilities of obesity prevention projects.

abstract: Los Angeles, California and Phoenix, Arizona are two naturally water-scarce regions that rely on imported water to meet their local water needs. Both areas have been experiencing an ongoing drought that has negatively affected their local water supply. Populations in both cities continue to grow, increasing overall demand for water as the supply decreases. Water conservation is important for the sustainability of each town. However, the methods utilized to conserve residential water in the two areas differ drastically; Los Angeles has implemented involuntary water rationing and Phoenix has not. The widespread effectiveness of involuntary restrictions makes them a popular management scheme. Despite their immediate effectiveness, little is known about how involuntary restrictions affect attitudinal precursors towards the behavior in question and thus, whether or not the restrictions are potentially helpful or harmful to lasting behavior change. This study adapted the Theory of Planned Behavior to survey 361 homeowners in Los Angeles and Phoenix to examine how involuntary water restrictions shape attitudinal precursors to outdoor water conservation. This study found that when involuntary water restrictions are present, residents feel less in control of their outdoor water use. However, in the presence of involuntary water restrictions, stronger social norms and stronger support for policy prescriptions over outdoor water use were found. The favorable societal support towards water conservation, conceptualized as social norms and policy attitudes, in the presence of involuntary water restrictions is potentially promising for lasting behavior change. / Dissertation/Thesis / Masters Thesis Sustainability 2016

Sammanfattning Bakgrund Människan mår bra av fysisk aktivitet. Det finns mycket tidigare evidensbaserad forskning som stärker detta. Trots de positiva fördelarna som kommer med fysisk aktivitet är det allt färre människor som rör på sig tillräckligt mycket. Detta påverkar samhället negativt. En väldigt utsatt grupp för den negativa samhällstrenden är unga studenter. Studenter har ofta en konstant hög arbetsbörda med pågående studier, arbete och viktiga livsval. Det kan leda till att de ofta drabbas av stress och andra psykiska samt fysiska riskfaktorer. Unga inom utbildning är också samhällets framtid, där av borde mer forskning och promotivt arbete läggas där. Syfte är att undersöka unga studenters fysiska och psykiska välmående före och efter sex veckor med ledarledd högintensiv styrketräning. Metod För att svara på studiens frågeställningar genomfördes en intervention med kvantitativ metod. 12 sedan tidigare otränade studenter, både män och kvinnor, med en medelålder på 24 år rekryterades via mailutskick. Graden av nuvarande fysisk kapacitet och tidigare erfarenhet av fysisk aktivitet fick de rekryterande själva skatta. Testledarna valde efter anmälan ut de personer som uppnådde kriterierna. Kriterierna för att delta var att studera på högskola eller universitet och att vara lågt till måttligt aktiv, inte hade någon inplanerad fysiska aktivitet i sin vardag och tidigare inte tränat på elitnivå. De utvalda deltagarna genomförde fysiska och psykologiska tester innan en sex veckors träningsperiod, bestående av högintensiv styrketräning. Högintensiv styrketräning innebar styrketräning i högintensivt utförande med många repetitioner. Till störst del funktionella helkroppsövningar där låga vikter eller kroppsvikt användes. Efter avslutad träningsperiod återkom samma tester. Data samlades sedan in och sammanställdes med deskriptiv statistik. Sammanställda data analyserades genom t-test och Chi2-test i Microsoft Excel. Resultat Både de fysiska och psykiska testerna visade goda resultat efter sex veckors intervention med ledarledd högintensiv styrketräning. Majoriteten av alla tester visade en signifikant ökning i fysisk kapacitet och psykiskt välmående hos deltagarna. Sex veckor med ledarledd högintensiv styrketräning gav lust till fortsatt fysisk aktivitet. Slutsats Sex veckor med ledarledd högintensiv träning ökar otränade studenters fysiska kapacitet och psykiska mående påfallande och med hög signifikans. Sex veckor med ledarledd högintensiv styrketräning gav lust till fortsatt fysisk aktivitet. / Summary Background A human’s well-being increases with physical activity. There exist many evidence-based research findings that strengthen this theory. However, despite the positive benefits of physical activity, few people are physically active today. This affects the members of the society in a negative way. An especially vulnerable group for this negative trend includes young students. Students often have a constant high workload with ongoing studies, work and important life choices to make. In many cases, this situation can lead to stress and other psychological and physical risk factors. Since young studying people are the future of our society, more research and promotional work should be placed here to put an end to this increasing problem. The aim is to examine the physical and mental well-being of young students before and after six weeks of leadership-led, high intensity strength training. Method To be able to respond to this study's questions, an intervention was conducted with a quantitative methodology. 12 previously untrained students, both men and women, with an average age of 24 years were recruited by email. Physical capacity and previous experience of physical activity were appreciated by themselves. The test leaders selected the persons who met the criteria after the announcement. The criteria for attending were to study at college or university and to be low to moderately active, not have any planned physical activity in their daily lives and not train in the elite level. The selected participants performed physical and psychological tests before a six-week training period, consisting of high intensity strength training. High intensity strength training involved weight training in high intensity performance with many repetitions. For the most part functional full body exercises where low weights or body weight were used. After the training period had ended, the same tests were conducted. The data from the tests was then collected and compiled with descriptive statistics. Results After six weeks of intervention with leadership-led high intensity strength training, both the physical and the psychological tests showed good results. Almost all tests showed an increase in physical capacity and psychological well-being in the participants, and the increase in relation to a majority of the tests were significant. For a full report see appendix 3. Six weeks of leadership-led, high-intensity exercise gave lust for continued psychical activity. Conclusion Six weeks of leadership-led, high-intensity exercise significantly increases the physical capacity and the psychological well-being of untrained students. Six weeks of leadership-led, high-intensity exercise gave lust for continued psychical activity.

Esta pesquisa analisou o processo de criação de concepts de projeto para estimular os hábitos nutricionais saudáveis na infância, na perspectiva do design para mudança de comportamento. O princípio deste campo do design é transformar a compreensão do comportamento humano em estratégias para a criação de soluções que impactem positivamente a vida dos indivíduos e a sociedade. A fim de atender aos seus objetivos, o estudo adotou a pesquisa-ação como abordagem metodológica, por meio da qual foi realizado um workshop de codesign. Através desta dinâmica foi possível estabelecer a interação colaborativa entre designers e usuárias (mães), no papel de principais educadoras nutricionais dos filhos, e a criação concepts para incentivar o comportamento alimentar saudável nas crianças. O Modelo de Design para o Comportamento Saudável (MDCS – LUDDEN; HEKKERT, 2014), criado para potencializar projetos focados no bem-estar do usuário, foi utilizado como suporte para a análise do processo projetual. No âmbito teórico, os resultados alcançados na pesquisa possibilitaram um avanço nos estudos sobre design para mudança de comportamento, assim como sobre o MDCS. A pesquisa permitiu ainda a aproximação entre princípios do codesign e do design para a mudança de comportamento, diante da lacuna identificada entre essas abordagens. Na perspectiva aplicada, este trabalho promoveu a associação entre conceitos da psicologia comportamental e do design aplicados ao contexto da nutrição infantil. A partir desta conexão foi possível gerar conhecimentos técnicos para o aperfeiçoamento dos processos projetuais focados na alimentação saudável na infância e para a prospecção de novas possibilidades de projeto para prevenção da obesidade. / This research analyzed the creation process of project concepts to stimulate the healthy nutritional habits in childhood, in the perspective of the design for behavior change. The principle of this field of design is to turn the understanding of human behavior into strategies for the project of solutions that impact positively the lives of individuals and the society itself. In order to reach its goals, the study adopted the action research methodology as procedural approach, through which a codesign workshop was held. This dynamic allowed the collaborative interactive between designers and users (mothers), as the main nutritional educators of their children, and the creation of concepts to encourage the healthy eating behavior in kids. The Design for Healthy Behavior Framework (DHBF), created to enhance projects focused on the well-being of the user, was used to support the analysis of the design process. In the theoretical scope, the results achieved in the research made possible an advance in the studies of design for behavior change, as well as on DHBF. The research also allowed the approach between the principles of codesign and design for behavior change, given the gap identified between these two approaches. In the applied perspective, this research promoted the association between behavior psychology and design concepts applied to the context of child nutrition. From this connection, it was possible to generate theoretical knowledge for the improvement of design processes focused in childhood healthy eating and to the prospecting of new possibilities of obesity prevention projects.

Um dos desafios da Inteligência Artificial aplicada em jogos é o aprendizado de comportamento, em que o objetivo é utilizar estatísticas obtidas da interação entre jogador e jogo de modo a reconhecer características particulares de um jogador ou monitorar a evolução de seu comportamento no decorrer do tempo. A maior parte dos trabalhos na área emprega modelos previamente aprendidos, por meio da utilização de algoritmos de Aprendizado de Máquina. Entretanto, são poucos os trabalhos que consideram que o comportamento de um jogador pode evoluir no tempo e que, portanto, reconhecer quando essas mudanças ocorrem é o primeiro passo para produzir jogos que se adaptam automaticamente às capacidades do jogador. Para detectar variações comportamentais em um jogador, são necessários algoritmos que processem dados de modo incremental. Esse pré-requisito motiva o estudo de algoritmos para detecção de mudanças da área de Mineração em Fluxos Contínuos de Dados. Entretanto, algumas das características dos algoritmos disponíveis na literatura inviabilizam sua aplicação direta ao problema de detecção de mudança em jogos. Visando contornar essas dificuldades, esta tese propõe duas novas abordagens para detecção de mudanças de comportamento. A primeira abordagem é baseada em um algoritmo incremental de agrupamento e detecção de novidades que é independente do número e formato dos grupos presentes nos dados e que utiliza um mecanismo de janela deslizante para detecção de mudanças de comportamento. A segunda abordagem, por outro lado, é baseada na comparação de janelas de tempo consecutivas utilizando espectrogramas gerados a partir dos dados contidos em cada janela. Os resultados experimentais utilizando simulações e dados de jogos comerciais indicam a aplicabilidade dos algoritmos propostos na tarefa de detecção de mudanças de comportamento de um jogador, assim como mostram sua vantagem em relação a outros algoritmos para detecção de mudança disponíveis na literatura / One of the challenges of Artificial Intelligence applied to games is behavior learning, where the objective is to use statistics derived from the interaction between the player and the game environment in order to recognize particular player characteristics or to monitor the evolution of a players behavior along time. The majority of work developed in this area applies models that were previously learned through the use of Machine Learning techniques. However, only a few pieces of work consider that the players behavior can evolve over time and, therefore, recognizing when behavior changes happen is the first step towards the production of games that adapt to the players needs. In order to detect changes in the behavior of a player, incremental algorithms are necessary, what motivates the study of change detection algorithms from the area of Data Stream Mining. However, some of the characteristics of the algorithms available in the literature make their application to the task of change detection in games unfeasible. To overcome these difficulties, this work proposes two new approaches for change detection. The first approach is based on an incremental clustering and novelty detection algorithm which is independent of the number and format of clusters and uses a mechanism for change detection based on sliding windows. The second approach, on the other hand, is based on the comparison of consecutive time windows using spectrograms created from the data inside each window. Experimental results using simulations and data from commercial games indicate the applicability of the proposed algorithms in the task of detecting a players changing behavior, as well as present their advantage when compared to other change detection algorithms available in the literature

This thesis inquires over the process through which public servants construct an identity during the organisation of bureaucratic work. Using a qualitative approach, this process is observed empirically in the case of the Chilean State, where the implementation of neoliberal policies is commanded by policy-makers. In particular, drawing from a Lacanian theoretical framework, this study analyses the inconsistent fashion in which identification unfolds discursively. On the one hand, public servant subjectivity is viewed as articulating and enacting cohesive self-meanings during the conscious coordination with bureaucratic objects. On the other hand, however, the experience of public servants during the articulation of their identity is seen as driven unconsciously towards achieving excessive amounts of embodied, affective satisfaction or what Lacan calls jouissance. Overall, from this standpoint, the construction of identity within the bureaucratic realm is appreciated as a paradoxical and un-determined project, featuring interrupted yet sustained narrations of self and/or distorted yet committed narratives on workplace reality. The main finding of this study is that public servants develop a strong affective attachment to bureaucratic labour while attributing contradictory and inconsistent meanings to their own professional self and to the experience of ‘translating’ policy into bureaucratic work. In short, public servants enjoy their commitment to policy-commanded-bureaucracy, even though and precisely because they cannot articulate why consistently. In some instances experience is narrated as promising in its effectivity yet fragile and hindered, while in others it narrated as self-developing yet at the same time wearing and insufficiently effective. The main contribution of this study is to introduce a gendered, critical understanding of the ethos and vocation sustaining subjectivation and work within public sector bureaucracy, one that needs but at the same time subverts assumptions about the primacy of rational reflexivity in subjective self-experience and about the hegemonization of State administration by neoliberal, entrepreneurial discourses or ‘governmentalities’.